Understand Africa - a consumer perspective

Tendai Mhizha

Africa is the world's most diverse and most challenging continent for marketers: normal rules of research do not always apply.

Understand Africa – a consumer perspective

Tendai MhizhaResearch International, South Africa

PREFACE

Research in Africa – A Fertile Land Needs Fertile Minds

Through my experiences conducting research across the African continent for the past 17 years I have reached the conclusion that in order for research to be credible our approach needs to be fundamentally different to what the textbooks state. We need to take a fresh look at methodologies and analyses that are firmly based in the consumers' world, not the researchers. If you want an example of why research has to happen differently in Africa, think about...

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